The course develops knowledge and practical skills for gathering and analyzing consumer insights. It draws on the fields of consumer psychology and consumer culture to provide students with practical and theoretical tools for integrating consumer voices into marketing strategy. We will study the cognitive and affective dimensions of consumer behavior and address the role of the socioeconomic environment in consumption. At the end of the course, you will learn practical tools to gain valuable insights that can become the foundation of a successful strategic marketing.
- Teacher: Carlos Diaz Ruiz